How Packaging Affects Consumer Behavior

How Packaging Affects Consumer Behavior


There are many elements to consider when you prepare a product for market. One of the most important considerations a brand must make is how packaging affects consumer behavior. Product packaging can have a significant impact on a consumer’s purchasing tendencies, whether they’re aware of it or not.

Encourages subconscious associations

First impressions are important, particularly when it comes to product packaging. Whether consciously or not, a product’s packaging can have a significant impact on the consumer’s emotional associations with the product. Both color and quality are important when it comes to first impressions. Color, for instance, can draw a consumer to a particular product. Bright colors, such as yellow and red, are immediate attention grabbers. According to color psychology, certain colors can also evoke specific emotions, and they can help solidify your brand identity.


Visibility is equally important when it comes to first impressions. High-quality clear plastic packaging, for instance, can significantly increase a product’s appeal on the shelf, as it allows for higher product visibility. When clear boxes are decorated with delightful designs, these clear boxes are seen by the consumer as not only practical, but also attractive. Fixation counts, according to a recent Clemson University study, plastic packages are 675 percent more likely to grab a shopper’s eyes than paperboard containers. The sleek design of clear packages and boxes fosters consumer associations with elegance and prestige, which helps the product stand out among crowded retail shelves. High-quality clear plastic boxes and packages also allow the consumer to properly view the high-quality product within. The ability to properly see the product enables the consumer to put more faith in the brand and makes them trust that the product will perform exactly as intended.

Promotes brand loyalty

When you consider how packaging affects consumer behavior, it’s important to understand how it impacts brand loyalty. The packaging for your product should complement your company’s image, and the consumer should immediately recognize it. Frequent changes to your product’s packaging may confuse consumers or cause them to stray away from your brand. If you maintain consistent packaging, you can cultivate more loyal consumers. This doesn’t mean you should never change your product packaging. Instead, when you do change the packaging of a product, be sure it remains true to the brand’s style and image; you want both longtime and new customers to easily recognize a product as yours.

Builds anticipation

The anticipation of opening a newly purchased product is similar to the feeling people get when they open presents. Exceptional product packaging is a great way to build consumer anticipation and excitement for a product, and it can even help increase sales. While the mystery you get with a present is fun, consumers often prefer to know what they’ll get before they make a purchase. Clear plastic box packaging is a great way for consumers to view the product prior to purchasing and still create anticipation. When a consumer can properly view the product, they can better envision using the product in their everyday life. If a consumer can see themselves using a product, the excitement that comes with opening a package will be with them from the moment they purchase it.

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